How to Create a Web Analytics Measurement Plan Ryan Stewart hi@ryanwashere.com http://webris.org || http://ryanwashere.com http://webris.org/how-to-create-web-analytics-measurement-plan/
Measurement Plan Overview Why do you need one? •
A measurement plan is vital to any website or digital marketing effort
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Outlines the proper expectations, objectives and goals with buy in from stakeholders
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Helps you to define what success looks like
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Stops data overload. What do you need and why? This saves you time from digging through endless data sets and reports
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Defines exactly what you want to get out of your website. This build a framework for proper tagging and tracking
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The whole point of digital marketing is to make more money for your business. A measurement plan ensures that you are tracking the right aspects so you can make data driven decisions about your marketing spend
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Stops you from making decisions blindly. Everything you need is in the simplified data sets in front of you
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What Goes Into A Measurement Plan? 1. State your business objectives 2. Craft goals that drive business objectives 3. Define key performance indicators (KPIs) 4. Set concrete targets and benchmarks
5. Reports, data governance, frequency and segments 6. Analyze, adjust, make decisions and improve
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Sample Measurement Plan Online sneaker store
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Measurement Strategy Overview STEP 1: DOCUMENT OBJECTIVES – DESIRED OUTCOMES These should be high level organizational objectives that answer the ‘why’ questions: • Why does my website exist?
All efforts should map back to these principles. Business Objectives
Make sales online
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Measurement Strategy Overview STEP 2: CREATE GOALS/STRATEGIES Goals and strategies are what drive success of a given business objective. It completes the following sentence: In order increase out sales, we must [ increase repeat purchases | reach customers in new markets | Increase website conversion rate ].
Business Objectives
Make sales online
Goal
+ Build email list
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Measurement Strategy Overview STEP 3: CHOOSE KPIs Goals and strategies are what drive success of a given business objective. It completes the following sentence: In order increase out sales, we must [ increase repeat purchases | reach customers in new markets | Increase website conversion rate ].
Business Objectives
Make sales online
Goal
+Build email list
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KPIs + Form conversion rate + Cost per email lead + Welcome email bounce rate
http://webris.org/how-to-create-web-analytics-measurement-plan/
Measurement Strategy Overview STEP 4: SET TARGETS/BENCHMARKS Targets and benchmarks will provide context into performance: • Forecasts goals (progress) • Will assist with trends (delta) • Benchmarks assist with optimization and actions • Identifies progress and deltas Targets help determine the success of your efforts. Business Objectives
Make sales online
Goal
+Build email list
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KPIs + Form conversion rate + Cost per email lead + Welcome email bounce rate
Target
+ > 10% + < $5.00 + > 5%
http://webris.org/how-to-create-web-analytics-measurement-plan/
Measurement Strategy Overview STEP 5: DETERMINE REPORTS + SEGMENTS The amount of data available is staggering. Planning out how to report on the data with the right data segments helps saves time, headaches and keeps you moving forward. Segmentation is a key tactic that makes it easy to understand what might be causing a great performance or a bad one.
Business Objectives
Make sales online
Goal
+Build email list
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KPIs + Form conversion rate + Cost per email lead + Welcome email bounce rate
Target
+ > 10% + < $5.00 + > 5%
Reports + Segments + Conversion eVar report + Segment by traffic source, ad group, subject line
http://webris.org/how-to-create-web-analytics-measurement-plan/
Measurement Strategy Overview STEP 6: ANALYZE, ADJUST & IMPROVE By looking at the data laid out from the previous slides, we can ask questions and make informed decisions about the campaign: • What traffic source is causing the most abandonments and why? • What steps can we take to maximize opt ins? When we look at all of the measures, we can answer bigger questions: • Was this campaign worth the time, effort and money? • Should we be investing more money into this strategy?
When mined properly, data doesn’t lie. http://webris.org/how-to-create-web-analytics-measurement-plan/
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THANK YOU!
http://webris.org http://ryanwashere.com http://webris.org/how-to-create-web-analytics-measurement-plan/